What are Content Pillars?
If your business is sending email newsletters, publishing blogs, or posting on social media, you’re engaging in content marketing! However, as you may know, just posting any content isn’t a great use of your time or resources, and most likely won’t entice your audience into converting. Creating valuable content is key when building a relationship with your audience and isn’t the easiest feat. In this blog we’re breaking down the foundation of content marketing: content pillars. Read on to learn what they are and how you can implement them into your content creation process.
What are content pillars?
Within social media marketing, content pillars are a strategic set of themes that the content you post revolves around. Much like actual pillars support a physical foundation, content pillars support the objectives of your content or social media strategy.
Content pillars usually contain 3-5 themes that are highly specific to your brand and can help achieve your various goals, from brand awareness to conversions. These pillars allow your content to remain consistent thematically, and also make creating content a much simpler process. It can be easy to forget the overall goals of using social media when trying to build out content calendars, but having a set of specific content themes allows you to create more meaningful content for your target audience.
How do I create content pillars?
As we mentioned previously, successful content pillars support your brand’s content strategy. So unfortunately, without a consultation call, we can’t give you the specific instructions to create your content themes. However, we can provide you with tips on the process!
Firstly, take a look at your audience. Define their interests, their needs, topics that would be educational and valuable to them, and how you can help target their pain points. The answers to these questions will help you define the type of content your audience will want to see and engage with.
Secondly, take a look at your competitors. This will give you a better understanding of the market your brand is in. Remember, your competition can give you insight into what works as a whole for your market’s target audience, but you should never blatantly copy others in the space.
Lastly, before finalizing your pillars, perform an audit of your own content. Of the content you’ve previously posted, determine what’s worked best, what you can adjust to work better, and what’s not working at all. Even after you’ve defined your pillars, regularly looking inward to your content’s performance will ensure you’re posting the right content for your audience.
While creating a content strategy isn’t the easiest thing to do, it’s a rewarding and important exercise to support your brand’s overarching content strategy. At Honey & Hive, we eat, sleep, and breathe content! Contact us to learn more about how we can revamp your content strategy today.